British drinks brand Fentimans has overhauled its image with its first ever rebrand, costing £1.2 million, to appeal to a younger audience.
Spanning its range of premium soft drinks and mixers, the new presentation is currently being rolled out and will be widely available from February 2018.
The packaging redesign draws on “Fentimans heritage and quality credentials, resulting in a bolder design, with a level of craftsmanship to match the quality of the drinks inside”.
The catalyst behind the makeover is to provide consumers with a consistent brand offer and a unified look and feel across the Fentimans product range.
Every pack format will be the same iconic style, with the 125ml on-trade bottle moving from green to clear glass to match the wider range.
The rebrand, the first in ten years for the Hexham-based company, will also include the new tagline – Botanically Brewed. Exquisitely Crafted – which features prominently on the new packaging.
The introduction of a new visual identity aims to elevate the artisanal process of botanical brewing, which Fentimans said gives its drinks a taste profile “which is richer and more complex than ordinary soft drinks and mixers”.
Fentimans marketing director Andrew Jackson said: “This is the biggest single change to the presentation of the Fentimans brand in a generation. Building consistency across our range, in addition to improving the family look and feel was central to this project.
“By addressing the key visual equities, we have been able to dial up cues of modernity, quality and naturalness, whilst building improved saliency and relevance with a younger audience.”
The Fentimans portfolio consists of ten flavours of soft drinks and nine mixers, plus a selection of pre-mixed alcoholic beverages.
Last year, it introduced five sodas in slim 250ml cans, aiming to boost its foothold in the adult soft drinks market.
© FoodBev Media Ltd 2022
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